1. FASM 410 Retail Management Fall2016
Professor Alessandra Cannata
Shaniya Shabrah-Oritz | Pan Wang

3. Company Summary
About Jo Malone London
Brand Identity Matrix
SWOT Analysis
Current Distribution
Price/Accessibility Matrix
Communication & Promotional Activities
Market Analysis
Fragrance in China
PESTEL Analysis
Competitors
Indirect competitors
Target Consumer
Demographic
Psychographic
Customer In China
Store Location Design and Product
Store Location
Area Attraction
Logistic and Infrastructure
Human Resources
Competition
Pop Up Shop
Communication And Promotional Plan
Product Plan
Financial Pan
Bibliography
Executive Summary
Content

4. In 1983, Jo Malone began mixing bath oils in her kitchen and from there the British fragrance house Jo
Malone was founded. They are known for their iconic packaging and elegant, but simple scents, with unex-
pected ingredients. Jo Malone has grown into a worldwide company, reaching over 41 markets. However,
only 19% of their total net sales come from the Asia/Pacific region, which is why we see this as a big oppor-
tunity for Jo Malone.
The China market has huge growth potential. The Chinese people are interested in western lifestyle and
have a strong purchase power. To further increase the Jo Malone presence in Asian countries, we will be
opening our pop up shop in the IFC Mall, Shanghai, China. In addition, we will be hosting a launch party in
the Ritz Carlton hotel, which is on the upper floor of the IFC Mall. We will be
promoting the shop and event on all of our social media pages. With the launch of our party and pop up
shop, we see this as an opportunity to educate potential customers today to reach a certain profitability of
Jo Malone. We also want to reach the younger generation with the goal of leaving a lasting impact that will
increase the penetration of Jo Malone in the market.
Executive Summary

7. Jo Malone London is a British fragrance house known for elegantly simple scents with
unexpected ingredients and a unique twist. As well as coveted colognes, Jo Malone Lon-
don creates luxurious scents for bath, body and home. They are distinctive yet understat-
ed, perfect alone or artfully layered with Fragrance Combining™, and synonymous with
gift giving, Jo Malone London is a thoughtful and generous statement from a small token
to the grandest of gifts. Wrapped in our iconic cream and black box, tied with grosgrain
ribbon, Jo Malone iss always elegant and always appreciated.
About Jo Malone London

8. Strong Brand Identity
High Quality
Financial stability from being a
part of Estee Lauder
Diversification of products
Strong Personalization
Low Brand Recognition
Lack of Advertising / Promoting
Strengths Weaknesses

9. Demand in Men’s Designer Fra-
grance Market
Expanding in the Asia pacific
market
Demand for skin care products
due to aging in America
Big Competition Between Fashion
House’s Fragrance Line
The White Company
(Similar aesthetic and product
line & British company )
Opportunities Threats

11. Brand Identity Matrix
Brand as a person
British
Affluent
Elegant
Driven
Knowledgeable
Brand as product
Brand as a symbol Brand as an organization
British heritage
Consistent
Modern
Minimalistic
Luxurious

12. Current Distribution
Jo Malone London was acquired by The Estée Lauder Company, Inc. in 1999.
Today the brand is available in 22 countries and territories. In the US, Jo Malone
London is sold in Belk, Bloomingdales, Dillards, Blue Mercury, Neiman Marcus,
Bergdorf Goodman, Nordstrom, Saks Fifth Avenue. Their turnover is 76 million
dollars and their net assets are 12 million dollars.
Jo Malone London first launched in the Asia Pacific Region in Japan, in 2008.

14. Price/Accessibility Matrix
Price
Accessibility

15. Chanel
Neiman Marcus
Bergdorf Goodman
Bloomingdales
Saks Fifth Avenue
Lord & Taylor
Macy's
Belk
Dillards
Nordstrom
Sephora
Bonton
Jo Malone London:
Belk
Bloomingdales
Dillards
Neiman Marcus
Bergdorf Goodman
Nordstrom
Saks Fifth Avenue
Byredo:
Neiman Marcus
Barneys
Sears
Tom Ford:
Barneys
Bloomingdales
Lord & Taylor
Macy's Neiman Marcus
Bergdorf Goodman
Nordstrom
Saks Fifth Avenue
Sears
Von Maur
Sephora
Roja Dove:
Neiman Marcus
Bergdorf Goodman
Guerlain:
Belk
Bloomingdales
The Bon Ton
Dillards
Lord & Taylor
Macy's
Neiman Marcus
Bergdorf Goodman
Nordstrom
Saks Fifth Avenue
Sears
Sephora
Diptyque:
Barneys
Bloomingdales
Neiman Marcus
Bergdorf Goodman
Nordstrom
Saks Fifth Avenue
Sears
Sephora
Average Price Range: $72 - $325
Average Price Range : $72 - $350t
Average Price Range : $72 - $595
Average Price Range: $48 - $180
Average Price Range: $65 - $340
Average Price Range: $150 - $550
Average Price Range: $325 - $1250

17. Most of the Jo Malone London's current promotion is digitally based. They are active on their
website and numerous social media platforms. Jo Malone’s website provides information about
their brand and showcases the diversification of their products. One promotion they are offering
for the holidays is allowing customers to choose a complimentary sample with each order. On
Facebook, they have 602,897 likes and they post upcoming events and a variety of new products
to keep their followers in the loop. On Instagram, they have 362,000 followers on Instagram.
They cater towards a younger demographic by posting a lot of GIF's. Their Pinterest is used to
showcase specific products and themes of their brand. They have 49.4 thousand followers on
twitter, which is there smallest following out of all their social media platforms.
They will launch special edition products for holiday such as the Merry Mischief Christ-
mas. They launched the Christmas limited edition scent Orange Bittes and they have
special gift boxes and ribbon for the holidays.
Communication & Promotional Activities

18. Boutique Services
Customers can take a seat at the Tasting Bar™enjoy a complimentary and luxurious Jo Malone™
Hand & Arm Massage. Also, experience scented discoveries with our compliments.
Tailor Your Scent
The stylists will show the customers how to create a scented signature with Fragrance Combin-
ing™. Jo Malone™ scents can be worn solo or layered for a truly individual effect. The customers
can create something unexpected.
Decorate with Scent
Customers can learn how to transform any room, any occasion with candlelight and scent. Any
room, any occasion, transforms when it’s styled with scent. A way to personalize customers’
home with candles, elegant diffusers and room sprays.
Style Your Wedding
A personal consultation to help customers dress the venue with scent, choose gifts and create the
ultimate touch… your bespoke scent. Adorn customers’ day with the ultimate signature touch
from Jo Malone London. Bespoke inspiration for brides, inviting fragrances that transform any
venue and gifts to spoil every guest.
Services

20. Fragrance in China
The Chinese account for 20% of the world’s population, but only contribute 1% to value sales
of fragrances. During the cultural revolution, the use of perfume was illegal. This caused the
Chinese people to not be accepting fragrance products. As a result, only 1% of Chinese people
use perfume. They will only wear perfume on a special occasion or when it is recieved as a gift.
However, the Chinese are now more accepting of western lifestyle, espeially the younger gener-
ation.
Chanel, Parfums Christian Dior ,Calvin Klein, Hugo Boss and L’Oréal have established high
brand awareness among Chinese consumers. Jo Malone London can compete with these compa-
nies if they build up their brand awareness. The Chinese consumers prefer single not or simple
scents. Jo Malone specializes in simiple scents and can provide them with the best product on
the market.

22. PESTEL Analysis
Political will for economic growth
Riots have been happened
Will to creates safe environment for
foreign investors
The political force is the most unset-
tled force
China's economy has been reformed
and opened since 1978
The second-largest economy in the
world
Sigh rate of savings, abundant and
skilled labor, more export business,
potential urban growth
High inflation rate, high property
prices
Last year the value of Yuen dropped
B2C industry does not have a safe
and stable online payment system
Only 1 percent credit card penetra-
tion in China
The lack of safe online credit card
payment system is one of the key
reasons for this low usage and pene-
tration.
Set up a relative complete law system
to encourage foreign companies to
invest
P E
T E

23. Literacy rate in China is over 90%.
420 million Internet users
E-commerce has changed how local
consumers see shopping
Taobao is the largest local e-com-
merce website
Still a group who wish to avoid the
perceived risk associated with online
shopping
Only 1% of Chinese using fragrance
product
Pollution control was great invested
Campaigns the quality of air in some
cities has been improved
Pros:
Huge size of the market
Very low cost of labor
Government encourage foreign companies to
invest
China’s growth potential together is remarkable
Cons:
Local Differentiation Is Huge
The Strengthening Of Core Compe-
tencies In Certain Areas And Business
Activities Are Unbeatable
Chinese Are Culturally Not Fully ac-
cepting Fragrance Yet
S
L

24. direct competitors
Guerlain is a French perfume and cosmetic company founded
by Pierre Pascal Guerlain. Since then they have had 5 generation
of perfumers who have succeeded one another, holding the cre-
ative reins. In 1994, they were acquired by LVMH and since then
they have been well known for their fragrances. In the US, they
are only located in major cities: NYC, LA, and Atlanta. While in
Paris, they have 9 stores and in China they only have one store,
which is located in the Shanghai Four Seasons Hotel. They hav-
en't had any pop up shops. Their products are available on their
website and in Sephora. Their prices are similar to Jo Malone,
they range from $65 - $300.
Diptyque was originally a wall paper design studio that evolved
into a Parisian luxury brand, that makes high end lines of fra-
grances, body care, and candles. It was founded by Christiane
Gautrot, Desmond Knox-Leet, and Yves Coueslant. All of their
fragrance scents are derived from nature. They are known for
their iconic emblem shape and gift wrapping. They have 532 in-
ternational stores, 146 stores in the US, and 14 stores in China.
They had one pop up shop in Beijing, China from December
2015 to January 2016. Diptyque is an anti marketing company.
They focus on their social media and word of mouth to promote
the brand and products. Their products range from $50 - $300.
Diptyque is available worldwide.

25. Indirect competitors
Our strongest competition comes from indirect competitors that are luxury brands. Jo Malone occupies low
market share even though perfume is our major product because the luxury brands can attract consumers by
their fame. Consumers who cannot afford a Chanel bag can buy a Chanel perfume. This way they can still feel
exclusiv, without spendinga fortune. Also, the luxury brands have their apparel line to entice the consumers,
which Jo Malone doesn’t have.
The major indirect competitors includes Chanel, Tom Ford, Dolce & Gabbana, Louis Vuitton, Giorgio Armani,
Gucci, Dior, Prada, YSL, Cartier. Their price range are from $50 - $500.

26. Men and Women from ages 20-45
Middle to Upper Class
Income above $50000
College Graduates
Value high quality products and name brands
Driven, affluent, optimistic, and sophisticated
Enjoy dinning out, drinking tea, and reading in a cafe
Target Customer

27. Robert Lee
40 years old
Advanced financial controller
Income $100,000
Drives a Mercedes SL
Lives in a penthouse with a home theater system
Cares about name brands and the quality of products
Enjoys collecting wine and shopping online at Jo Malone
Wears Jo Malone's Wood Sage and Sea Salt Cologne
Mary Chen
33 years old
Foreign bank executive
Drives an Audi TT
Income $75,000
Speaks 4 languages
Enjoys buying expensive watches and going to the gym
Wears Dolce and Gabbana Light Blue, but wants to try
Jo Malone
Jessica Wong
22 years old
Assistant Magazine Editor
Income $18,000
Uses public transportation to get around
Shops at Zara, H&M, and Top Shop
Wants to wear Jo Malone
Big on celebrity influences like Kendall & Kylie
Very tech savy and keeps up to date on all the current trends
Customer In China

28. Store Location
We choose to open our pop up store in Shanghai IFC Mall. IFC Mall is a six story
world class shopping mall more than 110,000 square meters that located at No.8
Century Avenue in the heart of the Little Lujiazui financial and trade zone. It
provides a spectrum of the finest retail offerings to the best international luxury
brands.

30. The IFC Mall is located in the heart of Shanghai. It is surrounded by many attractions
and means of transportation. The subway has two different lines that stop at the mall.
Eleven buses stop at IFC, along with the Maglev train. The Pudong International Air-
port is only 40 minutes away and the Shanghai Hongqiao airport is only 35 minutes
away. Since it is in the middle of the city and there is a variety of transportation, many
tourists and locals visit the mall. Their services include: baby carriage services, lim-
ousine services, concierge service, and even a golf cart service. Along with the 1,900
parking spaces, they do offer valet parking. Shanghai IFC mall gives their customers a
remarkable shopping experience and is one of the best luxury shopping destinations
in the world.
Logistic and Infrastructure
There are many landmarks around the Shanghai IFC Mall, including the Oriental Pearl
Tower, Shanghai World Financial Center, Shanghai Tower Observation Deck, Jin Mao
Tower ,Shanghai Ocean Aquarium, Pudong Riverside Promenade and China Art Mu-
seum. Those landmarks bring millions of visitors every year.
Area Attractions

32. Store Manager Salary: $70 an hour + compensation fee $2000
Assistant Manager Salary: $40 an hour + compensation fee $2000
5 Fragrance Experts Salary: $20 an hour + 6% commission fee
Human Resources
Store Manager
Fragrance Expert
Fragrance Expert
Fragrance Expert
Fragrance Expert
Fragrance Expert
Assistant Manager

34. Competition
During the beginning of the holiday season, IFC is filled with both locals
and tourists. These individuals are looking for luxury items to treat
themselves or give as gifts to friends and family. Jo Malone's competition
will come from other stores in the mall for example, Chanel, Dior, Dolce
and Gabbana, Armani, Hermes, and Prada. We will have an advantage
over our competitors because we are the only fragrance house in the
entire mall.
Location In The Mall
The Jo Malone Pop Up Store will be located on the ground floor where
there is the most foot traffic. This area is between Chanel and Dior and
many events are held here monthly.

36. Pop Up Shop
The Jo Malone Pop Up Store is 50’ x 17’. The store will be open from November 1st to
December 1st. Our pop up shop is in an open floor plan so the customer can navigate
around the store easily. We want the customer to have access to all of our products, be
able to interact with the space, and develop a familiarity of what Jo Malone is about.
We wanted to keep the shop very minimalistic and classic, sticking to the Jo Malone
aesthetic. The pop up shop will carry merchandise from our regular brick and mortar
stores as well as online. Our fragrance experts will assist the customers and provide
them with knowledge about the product. Our payment methods include: cash, credit
cards, and wechat.

50. Cost of Pop Up Shop

51. For Jo Malone's pop up in Shanghai China, we will be promoting through social media. Due to China's strict
laws on internet access, our promotions will be specifically through Weibo, Youku, Todou, WeChat, and Ren-
Ren. These are the most popular sites used in China. Weibo is equivalent to Twitter, Youku/Todou is equivalent
to youtube, WeChat is an instant messaging service, and RenRen is just like Facebook. One month prior to our
opening, we will be doing sneak peak posts on our upcoming pop up shop. We want to inform the public and get
them excited as well. We will be posting once a week on all our social media platforms up until the launch.
The day of our launch, November 1st, we will be having a launch partying later that evening in the Ritz Carlton
Hotel. We will be sending out invitations to celebrities, bloggers, and fashion critics. We want them to write
about our pop up shop and blog about the event to continue building our presence and brand awareness. After
the launch party we will be sending out thank you cards to all our guests for attending. During our post launch,
we will be continuing to promote our products through social media and encouraging buying online.
Communication And Promotional Plan
Included

52. COLOGNES Product Plan
CITRUS
BASIL & NEROLI
LIME BASIL & MANDARIN
GRAPEFRUIT
EARL GREY & CUCUMBER
Product Scent Name Size Retail Price Units
30ml
100ml
100ml
100ml
100ml
30ml
30ml
30ml
$65
$65
$65
$65
$130
$130
$130
$130
30ml
100ml
100ml
100ml
100ml
30ml
30ml
30ml
$65
$65
$65
$65
$130
$130
$130
$130
FLORAL
MIMOSA & CARDAMOM
ORANGE BLOSSOM
BLUE AGAVA & CACAO
PEONY & BLUSH SUEDE
30ml
100ml
100ml
100ml
100ml
30ml
30ml
30ml
$65
$65
$65
$65
$130
$130
$130
$130
FRUITY
POMEGRANATE NOIR
ENGLISH PEAR & FREESIA
NECTARINE BLOSSOM & HONEY
BLACKBERRY & BAY
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22

53. SPICY
NUTMEG & GINGER
AMBER & LAVENDER
Product Scent Name Size Retail Price Units
30ml
100ml
100ml
30ml
$65
$65
$130
$130
30ml
100ml
100ml
100ml
100ml
30ml
30ml
30ml
$65
$65
$65
$65
$130
$130
$130
$130
LIGHT
FLORAL
FRENCH LIME BLOSSOM
WHITE JASMINE & MINT
RED ROSES
WILD BLUEBELL
30ml
100ml
100ml
100ml
30ml
30ml
$65
$65
$65
$130
$130
$130
WOODY
WOOD SAGE & SEA SALT
154 COLOGNE
BLACK CEDARWOOD & JUNIPER
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22
22

54. COLOGNE INTENSE Product Plan
Product Name Size Retail Price Units
ORRIS & SANDALWOOD
INCENSE & CEDRAT
AMBER & PATCHOULI
DARK AMBER & GINGER LILY
OUD & BERGAMOT
VELVET ROSE & OUD
TUBEROSE ANGELICA
100ml
100ml
100ml
100ml
100ml
100ml
100ml
$180
$180
$180
$180
$180
$180
$180
33
33
33
33
33
33
33

55. DELUXE CANDLES
LUXURY CANDLES
HOME FRAGRANCE Plan
Product Name Size Retail Price Units
TRAVEL CANDLES
HOME CANDLES
60G $35
200G
600G
2.5KG
$65
$200
$470
LIME BASIL & MANDARIN
POMEGRANATE NOIR
ENGLISH PEAR & FREESIA
RED ROSES
SENT SURROUND DIFFUSER
165ML $90
LIME BASIL & MANDARIN
POMEGRANATE NOIR
ENGLISH PEAR & FREESIA
RED ROSES
ROOM SPRAYS
$65175ML
175ML
LINO NEL VENTO
ACQUA DI LIMONE
LINEN SPRAY $65
30
30
30
40
25
15
40

56. RARE TEA Plan
$340
Product Name Size Retail Price Units
175ml
175ml
175ml
175ml
175ml
175mlGOLDEN NEEDLE TEA
MIDNIGHT BLACK TEA
OOLONG TEA
JADE LEAF TEA
DARJEELING TEA
SILVER NEEDLE TEA $340
$340
$340
$340
$340
15
15
15
15
15
15

57. FINANCIAL PLAN

58. Bibliography
http://www.jomalone.com/
https://www.moodiedavittreport.com/jo-malone-london-enters-mainland-china-with-beijing-opening/
http://pestleanalysis.com/pest-analysis-of-china/
http://marketingtochina.com/market-perfumes-booming-china/
http://www.kafkaesqueblog.com/2014/05/28/china-japans-fragrance-markets-culture/
http://www.chinabusinessreview.com/understanding-chinese-consumers/
https://www.statista.com/statistics/259221/global-fragrance-market-size/
Pop up Store Render credit
Nicole Leung